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A Discussion on Indian Consumers' Hedonic and Non-Hedonic Values
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Author(s): Manit Mishra (International Management Institute, Bhubaneswar, India)
Copyright: 2017
Pages: 10
Source title:
Business Analytics and Cyber Security Management in Organizations
Source Author(s)/Editor(s): Rajagopal (EGADE Business School, Tecnologico de Monterrey, Mexico City, Mexico & Boston University, USA)and Ramesh Behl (International Management Institute Bhubaneswar, India)
DOI: 10.4018/978-1-5225-0902-8.ch017
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Abstract
The present study aims at attaining a better understanding of the hedonic consumer value of materialism and non-hedonic values of happiness, life-satisfaction and religiosity. As a conceptual paper, the study refers to literature and prior empirical research with the objective of linking a significant body of literature on these apparently diverse constructs into a unifying theoretical framework. The study offers new research directions in the form of propositions for further empirical investigation.
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